DOI: 10.5176/2010-4804_2.2.210
Authors: Chi Bo, WONG, Ka Li Kelly, WONG
Abstract:
This study attempts to develop a research model that examines the direct effects of customer satisfaction and switching barriers on customer retention as well as the moderating effect of switching barriers on the relationship between customer satisfaction and customer retention in retail online stock and derivatives trading industry in Hong Kong. An online questionnaire was employed as the means of data collection. The significant positive effects of customer satisfaction and switching barriers on customer retention are confirmed. In addition, the significant negative moderating effect of switching barriers on the relationship between customer satisfaction and customer retention are also confirmed.
Keywords: customer retention; customer satisfaction; switching barriers; moderating effect; retail online stock and derivatives trading
Updating...